This Travel Site Stunt Asks People to Choose Between Cash or Their Memories

Stunt From Lastminute.com From Don't Panic Emphasizes What Travel Means to Us

By Alexandra Jardine.Published on Dec 07, 2017

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How important is travel to you? Travel website Lastminute.com decided to remind us by offering people a (fictional) choice: your memories or a whole lot of money.

In a stunt by the brand, volunteers were asked to take part in a "scientific experiment" and hooked up to brain activity measurement equipment. They were asked to recall a treasured memory about a trip they'd taken. Then, they were asked if they would allow the coordinator to delete that memory, in return for a hefty cash fee. The answer is a unanimous "no." "What are we without our memories?" asks one guy quite reasonably after recalling an amazing trip to Macchu Pichu.